13 Esports Gold Medals at the Asian Games, Nearly Half Made in China: How a Nation of Former Game Licensees Flipped the Script

At the Asian Games in Nagoya, there is a competition arena that people twenty years ago could never have imagined: esports. This year, esports expanded to 11 medal events offering 13 gold medals, hosted at the Aichi Sky Expo from September 22 to October 2.

Even more striking is the lineup of games driving the medal table: of the 13 competitive titles, five—Honor of Kings, Game for Peace, Mobile Legends: Bang Bang, Identity V, and Naraka: Bladepoint—were developed in-house by Chinese companies. Add League of Legends, which is wholly owned by Tencent, and Chinese titles account for nearly half of the entire esports roster. Among them, NetEase's Naraka: Bladepoint stands out as the only Chinese wuxia-themed event, bringing traditional martial arts mechanics like parry counters and grappling-hook mobility onto the Asian Games stage.

China dispatched 23 esports athletes across four events, with Honor of Kings and Game for Peace earning direct qualification to the main draw as defending champions. On September 24, the Chinese team swept Chinese Taipei 3-0 in the semi-finals before defeating Thailand 3-0 in the final—going undefeated from the group stage to the championship match. The victory secured the first-ever Asian Games gold medal in Naraka: Bladepoint history and handed China its first esports gold of the Games.

Team China celebrates winning gold in Naraka: Bladepoint. (Source: Sohu photo)

Twenty Years Ago, China Rushed to License Foreign Hits

Two decades ago, the Chinese gaming market was defined by third-party publishing: Shanda Networking licensed South Korea's Legend of Mir, which at its peak generated 60% of China's entire online gaming market revenue. Founder Chen Tianqiao topped the Hurun Rich List, becoming the youngest self-made billionaire in Chinese history. Meanwhile, The9 paid a fortune to secure Chinese distribution rights for World of Warcraft; by 2008, nearly 90% of its total revenue still relied on that single American title.

In-game footage of Legend of Mir.

Yet the frustrations of the "publishing model" remained burned into Chen's memory. Whenever technical glitches occurred, fixes depended entirely on the Korean developer, who often treated requests with indifference. Chen’s eventual conclusion was incisive: "Simply bringing in someone else's culture is never sustainable."

From "Bringing In" to "Exporting Out"

China's gaming industry clearly took that lesson to heart. In 2025, overseas sales of self-developed Chinese games reached $20.455 billion—a 10.23% year-on-year increase, exceeding the 100-billion-yuan threshold for the sixth consecutive year. In the first half of 2026, overseas revenue jumped another 30.22% year-on-year to $12.372 billion.

Behind these figures are real-world cultural shifts. In Indonesia and the Philippines, Moonton's Mobile Legends: Bang Bang has become a national phenomenon with over 1.5 billion registered players. When former Indonesian President Joko Widodo first learned about esports through his son and heard that top pro players were earning "hundreds of millions of rupiah," he couldn't help but marvel: "Times have changed."

Gameplay footage from the international version of Mobile Legends: Bang Bang. (Source: Tencent photo)

The Tables Turn: Foreign Athletes Represent Their Nations in Chinese Games

At this year's Asian Games, delegations from Indonesia, Thailand, Malaysia, and the Philippines are competing for podium finishes in these very Chinese titles—Honor of Kings drew 10 national delegations, while Game for Peace attracted 12. Twenty years ago, Chinese firms were spending fortunes to import foreign games. Today, foreign athletes are training in Chinese games to represent their own countries. The balance of power has completely reversed.

Raising the Flag, Anthem Resonating: Esports' Moments of National Pride

This shift feels most profound on the stage of national honor. At the Hangzhou Asian Games in 2023, where esports debuted as an official medal sport, Honor of Kings produced the first esports gold medal in Asian Games history. Athlete Xu Bicheng (in-game ID "Yi Nuo") recalled: "The entire arena cheered when we won. And when the flag was raised, everyone sang the national anthem together."

Yi Nuo celebrates winning gold at the Hangzhou Asian Games. (Source: CNS profile cover)

This year, Xu is the only player to make the national roster for a second consecutive Asian Games, serving as the team's spiritual core. Online fans poked fun at the schedule, noting that "all the esports finals are set for 8 AM." Yet behind the online banter lies the unmistakable weight of esports in a major multi-sport event.

Flipping the Script

From licensing external titles to self-development, and from self-development to setting international competition standards, China's gaming industry has executed a masterclass in flipping the script over twenty-five years. As foreign athletes perform the wuxia combat moves of Naraka: Bladepoint inside the Nagoya arena, what is being exported is no longer just a video game, but a competitive language crafted in China.

This is the true spirit of Chinamaxxing: you don't need to compete to publish someone else's game. Instead, build a game the world scrambles to play—and then watch your national flag rise above the podium.

Chinamaxxing

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On November 9, the 31st Conference of the Parties to the UN Framework Convention on Climate Change (COP31) opened in Antalya, Türkiye. On its inaugural day, the China Pavilion shifted focus away from abstract carbon emission curves to host a dedicated side event themed "Ecological Cultural Tourism: Discovering the Beauty of China."

Li Gao, head of the Chinese delegation and Vice Minister of Ecology and Environment, articulated the core philosophy in his keynote address: ecological cultural tourism serves as the practical vehicle through which ecological values reach the broader public. "China adheres to green protection as the foundation, enriching greenery with culture, and prioritizing public benefit—relying on ecological cultural tourism to drive rural revitalization, foster local employment, and advance the value transformation that 'lucid waters and lush mountains are invaluable assets,'" Li stated, noting that these initiatives inspire citizens to appreciate natural beauty, shoulder environmental responsibility, and mobilize action for global climate governance.

Li Gao, head of the Chinese delegation, delivers remarks at the China Pavilion during COP31 in Antalya. (Source: Official COP31 photo)

This showcase was years in the making. In May 2025, the Ministry of Ecology and Environment (MEE), alongside relevant ministries, issued the Guiding Opinions on Further Strengthening the Construction of Ecological Culture. According to Pei Xiaofei, Director-General of the MEE's Department of Education and Communications and ministry spokesperson, a nationwide call for "Discovering the Beauty of China" ecological tourism routes garnered 56 proposals across 26 provinces. Pilot programs launched on World Environment Day 2026, with the next five years focused on crafting "visible, audible, and participatory" experiences. The inaugural batch of routes will formally debut on World Environment Day 2027, supported by a carbon inclusion platform and low-carbon travel incentives. This marks the "landscapes and waters" chapter of the "Chinamaxxing" narrative—where the lenses of international visitors are becoming compelling global ambassadors for rural China.

Rural Transformation Through Foreign Lenses

People's Daily recently dedicated a special feature, "In China · Seeing China," to six photographic series captured by international residents and visitors, creating a visual chronicle of this rural transformation.

Among the most striking examples is Laomudeng, a "village in the clouds" nestled in Yunnan’s Nujiang Gorge. Framed by the Biluo Snow Mountains, traditional Nu ethnic dwellings sit veiled in mountain mist, where villagers have integrated over 3,700 mu (246 hectares) of ecological tea plantations with traditional song and dance to build a thriving sojourn tourism model. Last year, the village welcomed over 220,000 visitors, generating more than RMB 8.7 million ($1.2 million) in tourism revenue. Thwe Yee, an international student from Myanmar, reflected on the scene: "China's comprehensive rural revitalization is not merely a slogan—it is a tangible, better life within the reach of ordinary people."

Laomudeng, the "village in the clouds," featuring tiered Nu ethnic homes nestled on mist-covered slopes, captured by Myanmar student Thwe Yee. (Source: People's Daily photo)

In Yangshuo, Guangxi, the nightly Golden Dragon Parade has emerged as a viral spectacle. After dusk, 92 illuminated bamboo rafts link end-to-end to form a glowing golden dragon gliding across the Yulong River against a backdrop of karst peaks—driving steady income for family-run eateries and local artisans along the riverbanks. Russian visitor Ella Nova remarked: "Such a unique spectacle is rarely seen anywhere else; I highly recommend visiting Yangshuo to experience it firsthand."

Ninety-two illuminated bamboo rafts connect to form a glowing golden dragon gliding along the Yulong River in Yangshuo. (Source: People's Photo Network)

Meanwhile, Liangshan County in Shandong demonstrates an industrial approach to agricultural modernization. Xizhangzhuang Village established 25 cultivation bases specializing in black termite mushrooms (Oudemansiella raphanipes), producing over 50,000 metric tons of fresh mushrooms annually and transforming from an impoverished community into a village with an annual output value exceeding RMB 100 million ($13.8 million). Nigerian entrepreneur Okocha observed: "Villagers have upgraded agriculture with modern industrial thinking—preserving their connection to the land while unlocking vast commercial markets."

Workers harvesting fresh black termite mushrooms inside a modern cultivation facility in Shandong. (Source: Xinhua photo)

A Win-Win Blueprint for Ecology and Local Economies

The underlying formula across these cases is clear: ecological protection first, sustainable monetization second. Tangxi Village in Jiangxi Province exemplifies this through its circular "lotus-fish symbiosis" model. Nutrient-rich tailwater from aquaculture ponds, which previously risked local water pollution, is now channeled as organic fertilizer for surrounding lotus fields. A core 200-mu lotus seed base has catalyzed a 400-mu industry across two neighboring villages, generating an estimated RMB 1.6 million in annual output and turning formerly waterlogged lowlands into an ecological treasure trove. Pakistani photographer Yusafiya captured the essence of the system: "Aquaculture tailwater is no longer an environmental burden, but vital nourishment for the lotus fields."

Circular "lotus-fish symbiosis" eco-farming in Tangxi Village, Jiangxi. (Source: People's Daily Online photo)

This conversion chain—turning ecological resources into developmental strengths and community prosperity—has earned international recognition. Since UN Tourism launched its "Best Tourism Villages" initiative in 2021, China has seen 15 villages inducted onto the list, ranking first globally—including Azheke Village among the Hani Rice Terraces, swan-wintering Yandunjiao Village, and Xitou Village, which boasts 92% forest coverage.

Lush green landscapes surrounding Xitou Village in Zhejiang Province. (Source: Xinhua photo)

This represents the most sustainable chapter of the "Chinamaxxing" story: international audiences are drawn to a development model that weaves environmental stewardship directly into rural prosperity. Protecting green foundations makes the golden dragon parades and cloud-top villages possible; infusing greenery with cultural heritage sustains folk-song study tours and traditional performances; prioritizing community benefit delivers 220,000 visitors and RMB 8.7 million in local income.

At the core of this framework lies ecological security. Only by upholding strict Ecological Conservation Redlines and restoring natural ecosystems does tourism revenue become a sustainable dividend of nature rather than an ecological overdraft. A nation capable of enabling rural communities to prosper continuously from lucid waters and lush mountains offers direct proof of ecological security in action. This explains why rural cultural tourism took center stage at COP31: China’s experience demonstrates that environmental conservation and economic growth need not be a zero-sum game.

Notably, the Chinese delegation at COP31 included representatives from the Hong Kong and Macao SAR governments. For residents in Hong Kong, this vision feels close to home: surrounding villages across the Greater Bay Area, along with countryside homestays and tea estates on the mainland, have already become favorite weekend retreats. On their next trip north, Hong Kong travelers serve both as visitors and firsthand witnesses to this living experiment of turning green landscapes into lasting prosperity.